Singapore Airline Case Study....
f3deepak
SINGAPORE AIRLINES- CASE STUDY
1) From the very beginning focused on, customer satisfaction.
2) Constantly brought innovations.
3) Not just tried to satisfy the customers, but to delight them.
4) Won many awards for in-flight and on-the ground services.
5) SIA topped the list, in 2000 for the safest flight, trust, and food.
6) Customers dint mind paying a premium price to SIA because of its exceptional customer service.
7) Superior customer service has been the primary reason for its profitability over the years.
BACKGROUND NOTE (NOT DISCUSSED IN CLASS)
1) Started off as Malayan Airlines in 1947.
2) Operated services in Singapore, Kuala Lampur, Ipoh and Penang.
3) SIA--: 10 aircrafts--: 6000 staffs--: route covering 22 cities in 18 countries
4) By 1979 I ranked 9th in international airline industry.
5) Started SilkAir in 1992 as its subsidiary for passenger service in regional areas of Southeast Asia.
6) In 2000, SIA became a member of the Worldwide Star Alliance.
7) VISION--: Culture of quality service--: Pride, Position, Motivation in employees--: Excellent Service
“DURING ECONOMIC SLOWDOWN, EMPLOYEES TOOK PAYCUTS BUT THE AMOUNT SPENT ON CUSTOMER SERVICE WAS NEVER REDUCED.”